Lost decade for Tata Motors

In April, Tata Motors’ sales plummeted a staggering 35.6 per cent from the same month last year.

To maintain last year’s level, Tata Motors’ sales must grow at 3.2 per cent for the next 11 months.

A key reason for this showing has been the Nano’s failure to create a mass market for small cars.

Launched in 2009, Nano sales between 2010-11 and 2012-13 constituted 23-24 per cent of Tata Motors’ total sales.

But Nano sales declined dramatically after peaking to 74,527 in 2011-12.

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Image: Actress Priyanka Chopra poses with Jaguar Land Rover's Range Rover LWB during its launch at the Indian Auto Expo in Greater Noida, on the outskirts of New Delhi February 5, 2014.Photographs: Adnan Abidi/Reuters

Lost decade for Tata Motors

“With our brand new petrol engine series, Revotron, we are bringing in some category firsts and expect to benefit from the growing consumer preference for petrol vehicles in view of the changing price ratio between diesel and petrol.”

The company added it would “continue to offer a strong diesel alternative for our new vehicles, including features such as AMT in the diesel version, to ensure a great driving experience”.

Commenting on the performance of the Nano, the spokesperson said: “We have seen positive movement for the highly reviewed Nano Twist and the new versions of Aria have also received good feedback.

“We should expect a significantly improved performance in 2014-15 from our new cars as well as refreshes.”